Driving green food consumption values: the impact of gamified branded apps on consumer behaviour

Purpose This study investigates how gamification embedded in branded apps influences the development of green food consumption values. By examining the mediating roles of perceived Playfulness and perceived Usefulness, the research aims to uncover how digital engagement mechanisms can foster enduring pro-environmental values among consumers in the food sector. Design/methodology/approach A structured questionnaire was administered to 680 participants with prior experience using gamified branded apps and purchasing green food. Measurement constructs included Gameful Experience (GAMEX), Branded App Engagement, Perceived Usefulness, Perceived Playfulness and Green Food Consumption Values. Data were analysed using Confirmatory Factor Analysis and Covariance-Based Structural Equation Modelling (CB-SEM) to test both the measurement and structural models. Findings Results demonstrate that gameful experience significantly impacts perceived Playfulness and perceived Usefulness, which in turn enhance branded app engagement. This engagement strongly predicts the internalisation of values related to green food consumption. The model explains 80.6% of the variance in Green Food Consumption Values, highlighting the central role of branded app engagement as a mediator. These findings confirm the multidimensional influence of gamification on cognitive, affective and behavioural outcomes related to sustainability. Originality/value This research highlights the role of gamified branded apps in shaping lasting green consumption values, extending prior studies focused mainly on short-term behavioural outcomes. It provides empirical evidence for the cognitive-affective pathways through which gamification enhances value-based engagement in the context of sustainable food consumption.